As sustainability becomes a buzzword in the fashion industry, many brands are engaging in greenwashing—misleading consumers into believing they are more environmentally friendly than they truly are. From vague claims like "eco-friendly" and "conscious collections" to deceptive marketing that masks unethical practices, greenwashing makes it difficult for consumers to identify genuinely sustainable fashion brands. To avoid falling for greenwashing, shoppers should look for transparency in supply chains, third-party certifications, and brands with concrete sustainability commitments. Holding brands accountable and demanding ethical practices can drive real change in the industry and ensure that sustainability is more than just a marketing tactic.
Common Greenwashing Tactics
One of the most common forms of greenwashing is the use of misleading language. Terms like "natural," "organic," or "sustainable" are often thrown around without any regulatory standards to back them up. Consumers should look for certifications such as GOTS (Global Organic Textile Standard), Fair Trade, or OEKO-TEX, which indicate a higher level of environmental and ethical responsibility.
Transparency Matters
Another red flag is a lack of transparency. Truly sustainable brands provide detailed information about their supply chain, from material sourcing to manufacturing practices. If a company is vague about where its products come from or how they are made, it isn't wrong to consider they are engaging in greenwashing.
The Role of Social Media & Advertising
Social media influencers and advertising campaigns also play a role in greenwashing. Many fast fashion brands launch so-called "eco-collections" while continuing their unsustainable practices behind the scenes. To counteract this, consumers should research and support brands that have a track record of genuine sustainability.
By educating themselves on the signs of greenwashing, consumers can make more informed choices and push the fashion industry toward greater accountability and genuine sustainability. We support the brands which are changing the industry and welcome any questions regarding any of our brands. A lot has to be considered and unfortunately it is very much the path less travelled in the wider fashion industry. Producing ethically and truly sustainably is something our brands are passionate about and dedicating huge amounts of effort into doing effectively. We can all learn a great deal from them and from each-other... so continue to engage and ask questions and if something seems questionable, then question it!